Why value is about more than pricing for Ford, P&G and others

04/22/2013 | Advertising Age (tiered subscription model)

America's top marketers are discovering that a key to growth in today's economy is redefining value to mean "convenient, efficacious or high-quality" rather than simply cheap, writes Maureen Morrison. The convenience of P&G's Tide Pods, which cost more per load than other package designs, and Ford's high-tech Sync system, which more than half of the automaker's customers say helped drive their decision to purchase, exemplify how to wring profits from pinched consumers.

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